Airport marketing: Seven key trends

The first ever industry report published on airport marketing trends identifies seven key marketing trends from airports around the world.

According to Google, 80% of travellers today plan their travels online and half use mobile devices to access travel information.

Three-quarters of business travellers and frequent fliers carry smartphones and just as many log on to airport Wi-Fi when it is available for free, the SimpliFlying report said.

Given the “techno-social transformation” more airports are investing in innovative products and service initiatives in order to differentiate the airport experience and cater to “connected travellers” who now

expect more accessibility in their pockets, the report added.

David McMullen, vice president for airports at SimpliFlying, said: “Airport marketing today is not only a function of communications. They are increasingly competing to attract passengers from nearby airports as well as simultaneously improve their route network.”